The agency, which is already on the McDonald's roster, picked up the work after a pitch that also included Ogilvy & Mather Chicago, part of the WPP Group. Ogilvy had been been tipped to win the business, despite the fact that it also works for rival fast-food chain KFC in other markets.
Initially the spend is only around $1m (拢630,000), but if the concept is rolled out it could be significant as McDonald's looks for new ways to attract customers to its retaurants.
DDB Chicago, part of the Omnicom Group, will support the expansion of the concept and conduct broadcast media testing for six McDonald's with the Diner Inside restaurants in Indiana.
There are currently two of the 1950s-style diner restaurants in operation, with a further seven planned to open before the end of the year. McDonald's is opening six of the diner-style restaurants in one town, Evansville, Indiana, and this area will be the first to be tested with advertising.
"With DDB being our lead agency for our adult advertising business, this assignment allows us to further tap its McDonald's experience for this exciting new concept," Tom Ryan, executive vice-president and chief marketing office of McDonald's USA, said.
The company also uses Leo Burnett as the lead agency on youth marketing; Burrell for its African-American advertising; and DRM on its Hispanic business.
The first McDonald's with the Diner Inside opened in March 2001. It offers the traditional McDonald's fast-paced service, as well as giving customers the option of dining with table service and a choice of either classic American diner favourites or McDonald's traditional menu.
If you have an opinion on this or any other issue raised on Brand Republic, join the debate in the .